Brand USA

Discover America

Brand USA & ESPN - Discover America Case study from The World of ESPN on Vimeo.

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OBJECTIVE

Brand USA sought a multimedia campaign to inform, educate, inspire and excite potential traveleres from the EMEA region and ultimately generate visitation to the USA and create new jobs. Research by Brand USA proves that every 33 new visitors to the USA ultimately create one new job.

SOLUTION

A holistic content partnership featuring content-led solutions that were directly integrated into Brand USA's DiscoverAmerica.com digital destination globally. Additionally, the campaign was supported through a robust digital campaign on key dates in the European sports calendar and ownership of the best live televised American sports across ESPN's EMEA network.

INTEGRATIONS

Three core creative elements all of which were designed to complement each other and work in unison:

SPORTS CALENDAR

To help plan a potential trip, ESPN built a sports calendar aimed at the non-US audience that allowed users to search by city and by sport to see what major events were taking place.

GET IN THE GAME

To engage fans in the EMEA region unfamiliar with American sports or teams, ESPN created an interactive ‘Sports Personality Test’ – which matched users to an NFL, NBA or MLB team based on their answers to a series of questions.

UNITED STATES OF SPORT

An interactive map of the USA allowing users to be able to see the professional sports teams that play within any given state. Within each state included an ESPN-produced short film highlighting the sports, teams and recreational activities that are unique to that state.

ESPN collaborated with each of the US state’s tourist boards and negotiated global digital rights clearance with major U.S. sports leagues to create 51 unique pieces of content.

The new Brand USA / ESPN landing page for 2015

The new 2015 Sports Map interface

Results

20M

Fans Reached across the UK and Europe

Results from post-campaign research through Comscore in three key European Markets (UK, France & Italy), showed that users were

99x

More likely to travel, surpassing Brand USA's KPI minimum of 10%

95%

More likely to agree with the statement “The USA is friendly and welcoming place”

76%

More likely to agree with the statement “The United States of America offers exciting and original holiday options”

293x

More likely to agree with the statement “I have learnt something new about the USA”

awards

Festival of Media Global Awards 2014 - Best Contribution to a Campaign by a Media Owner, Silver